Go Daddy is adding supermodel Bar Refaeli to its stable of adver-girls. Refaeli will appear, along with Danica Patrick, in one of two Super Bowl commercials to be aired this year. Go Daddy has advertised in the Super Bowl for eight years.

The ad, called Perfect Match, is being shot in LA today by Deutsch New York. Deutsch was hired earlier this year as part of the brand's shift away from a straight sex-sells approach to one that includes aspects of the brand's actual services. Two recent ads highlight the substance behind and the sexiness in front the brand.

An infographic from mobile ad network Mojiva details the planned behaviors of mobile and tablet users during the Super Bowl. Overall, smartphones will remain a primary mechanism of social activities during this year's game,Here are some key findings from the research:

- 9% of tablet owners plan to use their device during the game, while 56% of smartphone users intend to engage on theirs.

- 45% say they use their smartphone during the game to post updates to their social networks, while 58% say they discuss the game through text, IM or email.

The always controversial USA Today Super Bowl Ad Meter, which has been tracking Super Bowl ads since 1989, is changing things up again. After a brief partnership with Facebook, which will end this year, the Ad meter will drop its live panels and shift the poll completely online.

USA Today will invite consumers across America to sign up to vote on a microsite. The number of participants will not be limited, a far cry from the 300 or so number of panelists in just two physical locations upon which the poll has traditionally based its results.

Ford has signed a deal with Jimmy Fallon to help the brand create a :60 for Lincoln that will air during the Super Bowl. Fallon, with his 7 million Twitter followers as opposed to Ford's 172,000 and Lincoln's non-existent 750, will head up a crowdsourcing strategy that urges fans to help Fallon create the ad.

Fallon will direct followers to Steer the Script, a site that explains the promotion. Beginning December 5 with a tweet from Fallon who will pen the beginnings of a script for the :60, followers can reply with their suggestions.

Somehow miraculously a workable script will emerge from what will certainly be a cacophony of idiotic tweets from people who have no idea how to artfully craft a TV script, let alone a coherent 140 character tweet.

Academy of Art University alum and former Alma Ad Associate Creative DIrector Fran Guijarro has entered this year's Doritos Crash the Super Bowl competition with a response to last year's winner, Man's Best Friend. Guijarro's entry, Fluffy's Revenge, tells the story of Fluffy who met an untimely demise in last year's commercial at the hands of the resident dog.

Last year, the husband is bribed by the dog with Doritos to cover the incident from his wife. This year, the tables are turned and the wife becomes mum to Fluffy's Revenge. Interesting stuff.

In a role that is quite apropos, model of the moment, Kate Upton, will appear in a Mercerdes-Benz Super Bowl commercial as an "object of desire." Upton, who does not have a license of her own, won't be driving in the ad but is said to represent just how far a person might go to attain their heart's desire.

Heart's desire might be a bit of a highbrow description for the kind of desire most people experience when they think of Upton but we won't quibble.

- Fear not, Danica Patrick fans, CEO Bob Parsons has announced Patrick will be in both of Go Daddy's two thirty-second Super Bowl ads next year.

- And speaking of the Super Bowl, Century 21 will appear in this year's broadcast following its inaugural appearance last year with Donald Trump, Apolo Anton Ohno and Deion Sanders. The brand will sponsor pre-game and have a :30 in the third quarter.